What retargeting is, what it isn't, and some agency best practices. Part 1 of a two-part series.
Re-targeting (also called re-marketing or re-messaging) involves cookie-ing site visitors, tracking their key interactions (such as uncompleted purchases), then serving ads to those visitors related to the same product, or else cross-marketing to them elsewhere on the Web.
A facet of behavioral targeting facilitated by ad networks, retargeting has been around for a while (DoubleClick's ad network offered a retargeting program called Boomerang), but it's been gaining traction among ad agencies only recently, particularly since Q3 of last year. Advertising.com says its LeadBack retargeting program is now a key planning consideration for its advertisers.
Why? The primary reason is because retargeting is a powerful means to bring lift to ad campaign results, generating higher conversion rates and lowering acquisition costs. You can't get much more effective than targeting a person who has shown interest in a product but didn't buy with a related ad that then gets him to buy, right?
Facts About Retargeting
Like all things too-good-to-be-true, retargeting is no panacea. Agencies seeking to implement retargeting must keep some important things in mind:
In Part Two: Common fallacies and best practices.
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A highly driven subject matter expert with a thirst for knowledge, an unbridled sense of curiosity, and a passion to deliver unbiased, simplified information and advice so businesses can make better decisions about how to spend their dollars and resources, multiple award-winning entrepreneur Hollis Thomases (@hollisthomases) is a sole practitioner and digital ad/marketing "gatekeeper." Her 16 years working in, analyzing, and writing about the digital industry make Hollis uniquely qualified to navigate the fast-changing digital landscape. Her client experience includes such verticals as Travel/Tourism/Destination Marketing, Retail & Consumer Brands, Health & Wellness, Hi-Tech, and Higher Education. In 1998, Hollis Thomases founded her first company, Web Ad.vantage, a provider of strategic digital marketing and advertising service solutions for such companies as Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals, and Visit Baltimore. Hollis has been an regular expert columnist with Inc.com, and ClickZ and authored the book Twitter Marketing: An Hour a Day, published by John Wiley & Sons. Hollis also frequently speaks at industry conferences and association events.
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